Debunking Sales Myths: Rethinking Preconceived Notions

By Hannah Roth, mad scientist and strategist, Predictive ROI

What comes to your mind when you think of sales? Or, to hit closer to home, what comes to your mind when you think of yourself as a salesperson?

Don’t panic if that thought turns your stomach.

For a long time, when I thought of salespeople, my mind flooded with images of someone in the mall chasing me down and trying to sell me a hair straightener I didn’t need while I avoided eye contact.

I certainly didn’t want to chase anyone.

And I realized that I wasn’t alone. Many agency owners feel the same way (that’s why so many agencies live and die by referrals!).

Sales can be a daunting topic for many, often conjuring up negative perceptions and preconceived notions.

But what if there were an easier way? What if we could challenge those beliefs and reshape our understanding of sales? What if we could shift our perceptions, and instead of selling, we start educating?

Let’s look at three common blunders surrounding sales and how to avoid them:

Myth #1: Salespeople are Pushy

One prevailing myth about sales is that salespeople have to be pushy and/or aggressive. This stereotype stems from encounters with individuals who prioritize closing a deal over understanding their client’s needs, similar to the mall monster I mentioned above. 

So, how can we make sure we don’t show up that way?

It’s easy. Prioritize being helpful and ask better questions. (Pro-tip: go here and request our “Help Me Understand Framework” to set you up for better sales conversations).

Effective salesmanship revolves around building relationships and addressing client pain points. By focusing on empathy and genuine communication, sales interactions can become collaborative partnerships rather than coercive transactions, which is a win-win for everyone involved.

Myth #2: A Sale Happens in the Room

If I asked you to do a content audit, what would your content look like? Try to answer these questions:

1. Does your content answer the most common questions you hear from your clients/prospects every day?
2. Is your content helpful?
3. Is your content sales-centric or marketing-centric?
4. Does your content help you close more sales?

As someone fortunate enough to work with agency owners every single day, I see the same content topics over and over again. Most agencies fall into a trap by writing about what the agency is good at. Their content reads more like a marketing manual than something that is actually helpful and relevant to their audience. 

If you fall into this trap, you’re adding friction to your sales process and missing the opportunity to educate. 

Your prospects want to know you before they step into a room with you. They want to look at your website, read your blogs, and listen to your podcasts. They want their initial questions answered. They want to know you understand their problem and trust that you can solve it.

The sales process starts with content, so make sure your content is geared toward outcomes for your client rather than marketing 101.

Myth #3: Sales is a One-and-Done Endeavor

Many agency owners I talk with think of sales as a one-shot opportunity, believing that if a prospect says no, there’s no chance of future engagement.

For some of your prospects that say no, this is true. But for others, no simply means not right now.

Effective sales strategies recognize the importance of persistence and nurturing relationships over time. This doesn’t mean you show up in their inbox asking for money on a regular basis. Remember that sales is not just about closing deals; it’s about cultivating trust and providing ongoing support. 

By adopting a long-term mindset where you nurture and educate your audience on a regular basis, you set yourself up for long-term growth and success.

Challenging preconceived notions about sales allows us to embrace a more nuanced and effective approach. When we prioritize education and creating genuine connections, we can go from salesperson to trusted advisor, making us an easier yes for our prospects.